“I’ll definitely start posting next Monday…“
…said you, every week since 2022. Stop hoarding ideas in your notes app. Let’s finally turn your “someday” strategy into actual, audience-building content.
Only 100 seats. Once they’re gone, they’re gone.
16th July 2026 | 9AM – 5PM | CommonGround, Jaya One
Brands supporting Underdog Con
HRD Corp Claimable for Eligible Malaysian Employers
Creating content can feel like you’re just adding to the noise.
We get it. Despite being busy like crazy, you put in the work, but something isn’t clicking. Here is what’s probably keeping you up at night:
“I’m posting, but I have no idea what my brand actually is.”
You’re chasing trends and talking about a dozen different things. The result? A messy feed. People land on your page and don’t instantly get who you are, what your business is and why they should care.
“I don’t know what drives growth.”
One post gets some traction, the next completely flops, and you have zero idea why. You’re just guessing and hoping the algorithm blesses you today.
“I simply don’t have time to post every single day.”
You want to grow, but you’re already swamped with actual work. Filming daily feels exhausting, and you’re terrified that taking a break will kill whatever momentum you’ve built.
“I’m getting views, but it’s not building my business.”
People are watching, sure. But attention isn’t income. You’re stuck figuring out how to actually convert eyeballs into paying clients without sounding like a snake-oil salesperson.
It’s time to figure content marketing
Here’s the plan.
We’re bringing in 6 real-deal practitioners to spill their strategies and behind-the-scenes secrets. These are individuals already doing the hard work of making content and building an audience.
You’ll learn through real case studies, raw behind-the-scenes breakdowns, and exactly what’s working right now.
This means you take home actionable strategies that you can implement the very next day at work. Everyone goes home with a lesson, a connection, an opportunity – or all three.
Over 13+ events have shown us this formula works (just take a look below)
You in?
Why Underdog Con
At Underdog Content Con, we’re cutting out the noise so you can discover how to:
- Fix your brand positioning: Stop sounding like everyone else and make your feed recognizable.
- Engineer a sustainable content system: Build a strategy that works, even when you don’t have the time to post every single day.
- Convert attention into growth: Map out clear growth paths that don’t make you feel like a pushy salesperson.
- Deploy done-&-tested frameworks: Stop guessing and steal actual strategies to drive growth.
100+ Attendees
No free tickets! Not because we’re greedy capitalists, but because charging for the event brings together the best kind of people. You’ll meet driven do-ers.
6 Practitioners
Speakers are strictly practitioners sharing raw case studies and behind-the-scenes lessons. Not some theory plucked out from the internet, AI, or their b*tts.
8 Hours of Value
We’ve experimented with a few formats and found that a 1-day conference delivers the most value. You go home with a lesson, a connection, or an opportunity. And sometimes all three.
See what they say
See what people who attended Underdog Con have to say. Fun fact: More than 35% of participants re-attend another Underdog Con series.
What you came for:
Lunch!
Let’s be real. Half the reason to attend a full-day event is the food.
If there’s one thing we’re known for, it’s the amazing Muslim-friendly buffet, so everyone is energized for the day. Also, some of the best business opportunities are discovered over a good meal, so load up your plate and start networking.
Where is the conference?
Common Ground Jaya One
G.016, Jaya One, The Square, 72A, Jln Profesor Diraja Ungku Aziz, Seksyen 13, 46200 Petaling Jaya, Selangor (Google Map)
Meet the speakers
We’re bringing in real-world practitioners who have built and scaled. No fluff, no vague theories—just actionable insights from those in the trenches.
Eddie Tan Yi Ming
Founder, Caketella
Culinary entrepreneur, baker, and business mentor.
Reuben Ch'ng
Founder, Daily CMO
Helping marketers and businesses to grow.
Reuben Ch’ng is marketer and entrepreneur with over 12+ years of experience working & training brands such as TNB Malaysia, Sony, Nandos, UEM, and Media Prima Digital, History Channel, and Pacific West.
He started his entrepreneurial journey as a founder of a music and dance school, Cat Studio – before moving into media, working on several documentaries and broadcast projects. With his media experience, Reuben then took the position of business director in the Adtech and mobile advertising industry, working with FMCGs and corporates on advertising and marketing campaigns.
His past achievements as a marketer include growing a tech school, LEAD to RM2 million in revenue and driving millions in revenue for brands like Q-dees, HOMA2u and Proton. Today, he runs a Daily CMO – a marketing company focused on helping businesses grow.
Tengku Ariputra
Founder, Honey I’m Home
Agricultural entrepreneur, system builder, and steward.
Tengku Ariputra is a Malaysian entrepreneur and agriculturalist dedicated to building businesses that create lasting value. As the founder of Honey I’m Home, he champions locally harvested honey while educating consumers about its benefits, quality and heritage.
Ariputra’s work centres on empowering local industries, developing scalable business systems and encouraging Malaysians to think critically about the future of their country. Whether in agriculture, content creation or entrepreneurship, he is driven by a commitment to stewardship, growth and meaningful impact.
Claudia Ng
Founder, MYFranchiseGuide
Educates franchises, advises brands, raises standards.
Helping raise the standards of franchising across Asia.
Claudia Ng is the Founder of MYFranchiseGuide, a franchise education and advisory platform helping brands and investors make better expansion decisions.
She has spent most of her career across growth, marketing, sales, and franchising in major capital markets. Before starting MYFranchiseGuide, Claudia spent seven years with Meltwater, where she was recognised as one of the company’s Top 5 Global Salespeople and Most Consistent Salesperson Globally.
Today, Claudia works with franchise brands, investors, and industry stakeholders to build stronger systems, improve market education, and support more sustainable business expansion across the region.
Brian Pua
CEO, O'Briens Cafe
Built, scaled, owns Halal café brand.
Brian Pua is the CEO of O’Briens Ireland Malaysia and the entrepreneur behind Malaysia’s leading Halal Irish sandwich café brand.
At just 25 years old, with no F&B background and limited confidence in his English, Brian flew alone to Ireland in the middle of winter with a simple dream — to bring the O’Briens brand back to Malaysia.
In 2002, he opened the first O’Briens outlet at Great Eastern Mall, Kuala Lumpur, and spent the next one and a half years working behind the counter himself, learning every part of the business from the ground up.Over the past two decades, Brian has grown O’Briens Malaysia into a well-loved café chain with outlets across Malaysia.
In 2021, he achieved a major milestone by securing the Asia-Pacific master franchise rights, making O’Briens a Malaysian-owned master franchise for the region.Today, Brian continues to lead the brand with a strong focus on people, culture, and sustainable growth. Through his entrepreneurial journey, he shares honest lessons on leadership, franchising, and business building, inspiring aspiring entrepreneurs to build businesses that serve both customers and communities.
Jen Jen
Co-Founder, Restaurant Caterbest
Sharing Caterbest's culinary legacy.
Jen Jen is a digital storyteller, content creator, and proud torchbearer of the Restoran Caterbest legacy. Growing up in Bercham, Ipoh, her childhood was shaped by the vibrant aromas and rhythmic sounds of her family’s kitchen. This early immersion sparked a deep-rooted passion for culinary arts, heritage recipes, and the community-driven power of food.
Today, Jen Jen uses her active digital presence across Instagram (@jenjen_jengg) and TikTok to bridge traditional Malaysian flavors with modern food culture. As a passionate brand ambassador, she invites a new generation of diners to experience the rich heritage of her family’s authentic, Halal-certified Chinese-Thai dishes. Her engaging content captures everything from childhood favorite recipes to behind-the-scenes glimpses of a multi-generational business.
Beyond promoting her family’s landmark restaurant, Jen Jen is dedicated to celebrating the hard work, sacrifices, and love that build a lasting legacy. Through heartfelt storytelling and vibrant lifestyle content, she strives to inspire others to cherish their roots. For Jen Jen, food is more than just a meal—it is a powerful tool to unite families, preserve culture, and create unforgettable memories.
Le Ann Lai
HRDC Certified Content Creator
Content creator, trainer, trust-driven growth strategist.
Le Ann Lai is a content creator and trainer who trained more than 300 entrepreneurs in social media and content strategy, helping them position themselves, attract opportunities, and grow their business through digital presence. Her work and insights have been featured on Bernama, 8FM, and other media platforms.
Le Ann has built an audience of over 150,000 followers across platforms and is widely recognised for her practical approach to video.
Known for her Malaysia Library Series, she advocates one core belief: valuable content builds trust, and trust is the foundation of long-term growth and retention.
Agenda
09.00 am – 10:00 am
Registration & Networking
Breakfast & Coffee
10:00 am – 10.15 am
Keynote
Reuben Chng, Daily CMO
10:15 am – 11:00 am
The Product was never the Product
Tengku Ariputra, Honey I’m Home
11:00 am – 11.45 am
Selling to a World That Doesn’t Trust You
Claudia Ng, MYFranchiseGuide
12:00 am – 12:45 pm
Bake It Till You Make It: Building a Content Engine Around a Business
Eddie Tan Yi Ming, Caketella
12:45 pm – 1.45 pm
Lunch break & networking
1:45 pm – 2.30 pm
From Boardroom to Camera: How I Got Comfortable Making Content as CEO
Brian Pua, O’Briens Café
2:30 pm – 3:15 pm
Presentation 5
Updating Soon
3:15 pm – 3.30 pm
Networking session
3:30 pm – 4.15 pm
Every Business Has a Story. Most Never Tell It.
Jen Jen, Restaurant Caterbest
4:15 pm – 5:00 pm
Networking Session
Join 100 marketers discussing content marketing.
Content Con is intentionally made better, not bigger. Bringing 100 participants together under a roof has been proven to bring the best ROI for everyone.
Grab a pre-sale ticket now to save.
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All Access Ticket
- Full access to the full-day conference
- Recordings of all presentations
- Buffet lunch and refreshments
- Networking session
- 3 months access to our online community
- Discounts & bonuses from sponsors (to be announced)
HRD Corp Claimable for Eligible Employers
Underdog Content Con is HRD Corp claimable. Submit your interest form and our team will contact you to guide you through the application process, required documents, and next steps.
Full HRD Corp rate: RM379 per participant, subject to employer eligibility and HRD Corp approval.
Past Speakers Featured on Underdog Con
Learn directly from the people building the industry
AI is cool. But here are some very human questions.
Who is Underdog Content Con for?
Underdog Content Con is for marketers, founders, and business owners who want practical ways to improve content marketing
People who care about:
- building better marketing systems
- learning from real case studies
- experimenting with frameworks inside real businesses
- and networking with awesome people
This is not a motivational event. You won’t be prompted to buy a RM4,997 course, be told some sob-sob story or high-5 the person next to you.
Will meals be provided?
Yes.
Lunch and light refreshments will be provided so you can focus on learning and connecting with other attendees.
Did you know: People connect better over food.
Can I nominate myself or someone to speak?
Oh, look at you all grown-up!
We’re happy to receive suggestions for speakers who can share actionable insights and lessons. Underdog Con is not a platform to sell.
Email reuben@dailycmo.net with the title ‘Underdog Speaker‘.
How can my company sponsor or exhibit?
We partner with a small number of companies whose products genuinely help marketers do better work.
If you’d like to explore sponsorship or exhibition opportunities, email:
reuben@dailycmo.net
Subject: Underdog Con Sponsor
Can I get a refund if I can't attend?
Tickets are non-refundable once they are sold.
You can, however, request to transfer your ticket to another person. Email sri@catinsights.com or use the chat on our homepage to get help.
What should I wear?
Men are required to wear a tuxedo with tails, a formal white shirt, a vest, a bow tie, white or gray gloves, and formal footwear. Ladies are required to wear….
LOL. Whatever you’re comfortable in. No suits required.